Rochelle Dancel

Producer. Designer. Strategist.

Rochelle Dancel is the Editor of The Backstory Life, Design Director at Dotted Line and Randomly, co-founder of Digital Creators UK, and an experience design strategist for some of the world’s biggest brands and agencies.

Rochelle has over ten years of experience crossing over the fields of strategy, ux design and multi-channel storytelling. Her first significant project back in 2008 was the production of one of the first indie series to secure distribution on a major platform. B.J. Fletcher: Private Eye ran for three seasons on the Logo Network / MTV garnering over 12.5 million views.

Since then, amongst other things, she has developed the experience strategy for a market leading beer brand in Russia, mentored health care charities in social media in Brussels and designed global online activations for the world’s biggest cereal brand.

Her most recent project is The Backstory Life, a magazine that explores the backstories of those who educate and entertain onscreen.

Selected Agencies & Consultancies

Bats In Belfries, Blippar, Drum (Omnicom Group), eBee (Hive Group), Isobar (Dentsu Aegis), MullenLowe Profero, Publicis (PLBR), SapientNitro, Transform (Engine Group), Tribal DDB, The Future Customer.

Selected Brands

Diageo (Malts), Disney, The Economist, Emirates Airline, Jack Daniel’s, Janssen, Kellogg’s, Knight Frank, Kozel, Miller Genuine Draft, McDonald’s, MTV, National Rail, The National Trust, NHS BSA, PayPoint Mobile & Online, SEAT, TUI, Volkswagen, Zapper.



studio [at]


151 Wardour Street
United Kingdom